Campaign Tracking & Consumer Insight – Pigeon Vietnam
DATE : 2025-12-24
Context
In the baby care category, many mothers strongly believe that Japan domestic hand-carry products offer superior quality compared to officially distributed goods. This perception has fueled a market where products with unclear origin, no warranty, and limited after-sales support remain widely circulated, creating potential safety and trust risks.
Pigeon launched a communication campaign to address this misconception, highlighting that officially distributed products in Vietnam deliver the same quality as Japan domestic products while providing verified origin, warranty, and after-sales support. To support this effort, Pigeon required a campaign tracking framework capable of measuring communication effectiveness, shifts in maternal perception, and the role of each media channel in shaping discussion.
Solution
Our team at Reputyze Asia implemented a Social Listening–based Campaign Tracking framework, monitoring conversations before, during, and after the campaign to capture changes in awareness, sentiment, and consumer perception across phases.
Understanding Maternal Perceptions Of Hand-Carry vs. Official Products
Social listening analysis revealed that maternal discussions centered around three core dimensions: product origin, infant experience, and purchase reassurance. While hand-carry products were often associated with perceived quality, they were also linked to concerns about counterfeits and lack of protection when purchased through unofficial channels.
Tracking these conversations enabled Pigeon to clearly identify existing beliefs and the key barriers that communication needed to address.
Measuring Campaign Impact Across Communication Phases
During the campaign period, conversation volume and engagement increased noticeably, driven largely by emotionally resonant content about motherhood. Metrics were analyzed by day, sentiment, and platform to identify peak attention moments and content effectiveness.
The analysis showed strong awareness impact; however, the linkage between emotional storytelling and the educational message about official product assurance was not consistently reinforced across all touchpoints.
Channel-Level Performance And Discussion Behavior
Facebook emerged as the primary driver of conversation and engagement, particularly through brand pages and parenting communities. In contrast, e-commerce platforms generated more functional discussions related to product experience, pricing, and concerns about authenticity.
Segmenting conversations by channel helped Pigeon understand how different platforms contribute to the consumer decision journey—from emotional connection to purchase consideration.
Turning Data Into Actionable Insights
Post-campaign analysis indicated that while brand visibility improved, educational messaging around the risks of hand-carry products and the tangible benefits of official distribution required clearer and more consistent articulation. These insights were translated into recommendations to integrate consumer education, origin verification, warranty, and after-sales support more explicitly into future communications.
Conclusion
The Campaign Tracking solution enabled Pigeon to go beyond surface-level performance metrics and gain a deeper understanding of how maternal perceptions evolved throughout the campaign. By applying social listening and multi-dimensional analysis, Reputyze Asia transformed campaign data into actionable insights, supporting message refinement and more effective communication in a trust-sensitive category.If your brand in FMCG or baby care is seeking a campaign tracking approach grounded in real consumer insight and perception analysis, connect with Reputyze Asia at:
https://reputyze.asia/contact/
Related Portfolio
Campaign Tracking & Consumer Insight – Pigeon Vietnam
Context
In the baby care category, many mothers strongly believe that Japan domestic hand-carry products offer superior quality compared to officially distributed goods. This perception has fueled a market where products with unclear origin, no warranty, and limited after-sales support remain widely circulated, creating potential safety and trust risks.
Pigeon launched a communication campaign to address this misconception, highlighting that officially distributed products in Vietnam deliver the same quality as Japan domestic products while providing verified origin, warranty, and after-sales support. To support this effort, Pigeon required a campaign tracking framework capable of measuring communication effectiveness, shifts in maternal perception, and the role of each media channel in shaping discussion.
Solution
Our team at Reputyze Asia implemented a Social Listening–based Campaign Tracking framework, monitoring conversations before, during, and after the campaign to capture changes in awareness, sentiment, and consumer perception across phases.
Understanding Maternal Perceptions Of Hand-Carry vs. Official Products
Social listening analysis revealed that maternal discussions centered around three core dimensions: product origin, infant experience, and purchase reassurance. While hand-carry products were often associated with perceived quality, they were also linked to concerns about counterfeits and lack of protection when purchased through unofficial channels.
Tracking these conversations enabled Pigeon to clearly identify existing beliefs and the key barriers that communication needed to address.
Measuring Campaign Impact Across Communication Phases
During the campaign period, conversation volume and engagement increased noticeably, driven largely by emotionally resonant content about motherhood. Metrics were analyzed by day, sentiment, and platform to identify peak attention moments and content effectiveness.
The analysis showed strong awareness impact; however, the linkage between emotional storytelling and the educational message about official product assurance was not consistently reinforced across all touchpoints.
Channel-Level Performance And Discussion Behavior
Facebook emerged as the primary driver of conversation and engagement, particularly through brand pages and parenting communities. In contrast, e-commerce platforms generated more functional discussions related to product experience, pricing, and concerns about authenticity.
Segmenting conversations by channel helped Pigeon understand how different platforms contribute to the consumer decision journey—from emotional connection to purchase consideration.
Turning Data Into Actionable Insights
Post-campaign analysis indicated that while brand visibility improved, educational messaging around the risks of hand-carry products and the tangible benefits of official distribution required clearer and more consistent articulation. These insights were translated into recommendations to integrate consumer education, origin verification, warranty, and after-sales support more explicitly into future communications.
Conclusion
The Campaign Tracking solution enabled Pigeon to go beyond surface-level performance metrics and gain a deeper understanding of how maternal perceptions evolved throughout the campaign. By applying social listening and multi-dimensional analysis, Reputyze Asia transformed campaign data into actionable insights, supporting message refinement and more effective communication in a trust-sensitive category.If your brand in FMCG or baby care is seeking a campaign tracking approach grounded in real consumer insight and perception analysis, connect with Reputyze Asia at:
https://reputyze.asia/contact/
